Have you ever struggled to make your human stories resonate with different donors? The secret lies not in demographics but in understanding attitudes. Every donation and act of volunteering starts and ends with emotion. Even the most rational donor experiences an emotional journey. At Fieldtrip, we conducted custom research to delve into the attitudes of nonprofit supporters and identified three key groups: empathetic, skeptical, and disconnected supporters. Today, let’s take a closer look at the empathetic supporters.
Understanding Empathetic Supporters
Empathetic supporters are dreamers. These individuals see helping others as an intrinsic part of being human. They believe:
- Giving is part of their culture and humanity.
- Even the most complex issues can see progress.
- Everyone might need help at some point; no one is above or below the beneficiaries.
Crafting Content for Empathetic Supporters
To connect with empathetic supporters, focus on emotional storytelling. Here’s a step-by-step guide:
- Context: Start with the situation of a beneficiary who faced significant challenges.
- Journey: Explain the struggles they endured and how support changed her path.
- Human Needs: Relate their experience to universal needs like safety and hunger.
- Dignity and Hope: Emphasize how your nonprofit treats every person with dignity, leading to new beginnings.
- Positivity: Highlight the progress made and hopeful outlook for the future.
Creating Impactful Visual Content
Visual content enhances emotional connection. Use images and videos to show the transformation of beneficiaries, making the support feel more personal and real. Personalized communication also plays a crucial role in making them feel connected to the cause.
Final Thoughts
Empathetic supporters thrive on emotional connection. By tuning into their attitudes and crafting content that resonates, you build stronger, more meaningful relationships. Stay tuned for our next blogs, where we’ll explore the skeptical and disconnected supporters.
